Gulled

What Gulled does

Gulled is a privately held Scandinavian furniture agency founded in 1895 and headquartered in Malmö, Sweden. The company operates as the exclusive representative of two Danish design brands, HAY (founded 2002 in Copenhagen) and &Tradition (founded 2010 in Copenhagen), for the Swedish and Finnish markets, distributing their contemporary furniture, lighting, and accessories through a network of four physical showrooms located in Malmö, Stockholm, Göteborg, and Helsingfors (Helsinki). The Stockholm showroom, spanning 650 square meters in the city's design district, functions as the primary hub and operates by appointment, while digital channels (gulled.se, newsletter, Instagram, LinkedIn, and integration with HAY Presscloud and &Tradition Digital Showroom) support product browsing, specification, and brand storytelling.

The company's commercial model is transactional unit-pricing furniture sales, with no subscription or recurring revenue component. Products range from small accessories priced around 36 SEK (e.g., Pattern Candle) to high-end modular sofas reaching 103,040 SEK (Quilton Corner Combination 26), spanning seating, lounge furniture, tables, lighting, outdoor furniture, and decorative accessories. Sales are organized around dedicated contract sales managers (covering Stockholm/Mälardalen/Dalarna and West of Sweden) and retail/online sales managers, indicating a hybrid B2B specification and B2C retail operation.

Gulled serves three primary customer segments: design-conscious consumers seeking Scandinavian furniture for residential, office, and outdoor use; architects and interior designers specifying furniture and lighting for client projects; and hospitality and retail businesses outfitting commercial spaces. The company is family-led, with Henric Gulled serving as CEO and Johan Gulled as Marketing Director, alongside partner Bodil Tempel and a thirteen-person visible team across finance, contract sales, retail sales, aftersale, and back-office functions. There is no disclosed revenue, no external institutional investors, and no parent company, consistent with a multigenerational independent family business.

Name

Gulled

Legal name

Gulled

Website

https://gulled.se

Company type

Private

Founded year

1895

Operating status

Operating

Headcount range

11–50 employees

Short description

Gulled is a privately held Scandinavian furniture agency, founded in 1895, that exclusively represents HAY and &Tradition in Sweden and Finland through showrooms in Malmö, Stockholm, Göteborg, and Helsinki, serving design-conscious consumers, architects, interior designers, and hospitality businesses.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Furniture and Design Product Sales: Revenue is generated through the sale of furniture, lighting, and accessories from represented brands HAY and &Tradition. Products are sold through company showrooms in Sweden and Finland, with pricing in SEK ranging from small accessories to high-end modular sofas.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Gulled is the exclusive Scandinavian furniture agency representing the Danish brands HAY and &Tradition in the Swedish and Finnish markets. The company sells contemporary furniture, lighting, and accessories through four physical showrooms (Stockholm, Malmö, Göteborg, Helsinki) and a supporting e-commerce website, with products spanning modular sofas, chairs, tables, shelving, lamps, outdoor collections, and small accessories. It serves both design-conscious consumers and professional specifiers, supported by separate retail/online sales and contract sales teams.

Product overview

Gulled is a Scandinavian furniture agency representing HAY and &Tradition brands in the Swedish and Finnish markets. Founded in 1895, the company operates showrooms in Stockholm, Malmö, Göteborg, and Helsingfors. The product portfolio includes contemporary furniture (chairs, sofas, tables, shelving), lighting (pendant lamps, table lamps, floor lamps, wall lamps, portable lamps), outdoor furniture (Palissade collection, Terrazza parasols, Crate collection, Thorvald outdoor tables), and accessories (decorations, candleholders, vases, textiles). HAY offers versatile and adaptable furniture with collaborations from designers like Ronan and Erwan Bouroullec, GamFratesi, and Stefan Diez. &Tradition focuses on design storytelling, reimagining past icons and creating future classics with designers like Space Copenhagen, Sami Kallio, and Jaime Hayon. Products are sold under HAY and &Tradition brands with certifications including FSC and EU Ecolabel.

Differentiator

Problem solved

Functional benefit

Products and services

• HAY brand (distribution and sale) Exclusive distribution and sale of HAY, a Danish furniture, lighting, and accessories brand founded in Copenhagen in 2002. HAY offers contemporary designs for modern living in collaboration with designers including Ronan and Erwan Bouroullec, GamFratesi, Stefan Diez, and Doshi Levien. Sold to design-conscious consumers, architects, interior designers, hospitality businesses, and retailers across Sweden and Finland.
• &Tradition brand (distribution and sale) Exclusive distribution and sale of &Tradition, a Danish design brand founded in Copenhagen in 2010 that reimagines past icons and creates future classics. Features work from Space Copenhagen, Sami Kallio, Jaime Hayon, and Anderssen & Voll, plus mid-century reissues. Sold to design-conscious consumers, architects, interior designers, hospitality businesses, and retailers across Sweden and Finland.

Named customers2 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• HAYcoreChannel Partner/ Reseller/ DistributorGulled is the exclusive representative of HAY brand in Swedish and Finnish markets. HAY is a Danish furniture company founded in Copenhagen in 2002, creating contemporary furniture, lighting, and accessories for modern living. HAY collaborates with renowned designers including Ronan and Erwan Bouroullec, GamFratesi, Stefan Diez, and Doshi Lein.
• &TraditioncoreChannel Partner/ Reseller/ DistributorGulled is the exclusive representative of &Tradition brand in Swedish and Finnish markets. &Tradition is a Danish brand founded in Copenhagen in 2010 that builds upon Denmark's strong legacy of craftsmanship and design. The brand features works from contemporary designers including Jaime Hayon, Space Copenhagen, Sami Kallio, and Norwegian duo Anderssen & Voll, as well as reissues of mid-century classics.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Others

• HAY: Danish design brand that Gulled represents. HAY's own retail and distribution activities (HAY House, online, global resellers) frame the supplier-side dynamics that govern Gulled's relationship and competitive exposure.

Direct peers

• Nordic Nest: Largest online Nordic design retailer (formerly Lagerhaus) offering Scandinavian furniture, lighting, and home accessories. Comparable to Gulled in product categories served but differentiated by an online-first model rather than showroom-led.
• Svenskt Tenn: Iconic Stockholm-based design retailer established 1924, operating a flagship on Strandvägen. Comparable to Gulled as a Swedish design destination for premium furniture, textiles, and lighting serving design professionals and consumers.
• Paustian: Long-standing Danish multi-brand furniture retailer operating showrooms in Copenhagen and Aarhus. Comparable to Gulled as a Nordic multi-brand premium furniture and design retailer with a contract/consumer dual channel model.
• Artilleriet: Swedish multi-brand design retailer with showrooms including a flagship in Göteborg. Direct competitor to Gulled serving Swedish architects, interior designers, and design-conscious consumers with curated Scandinavian and international brands.
• Design House Stockholm: Swedish design collective/distributor representing Scandinavian designers and brands. Operates as both a brand owner and retailer, comparable to Gulled's role as a Scandinavian design brand representative in the Swedish market.
• The Audo: Copenhagen-based multi-brand Scandinavian design destination combining a showroom, hotel, and restaurant. Closely comparable to Gulled as a curated multi-brand Scandinavian design retailer with strong designer-brand partnerships.
• Rum21: Swedish multi-brand design furniture retailer with showrooms across Sweden. Directly comparable to Gulled as a domestic competitor selling premium Scandinavian furniture and lighting to both consumers and design professionals.

Broad incumbents

• Bolia: Scandinavian design furniture brand with its own showrooms across Europe including Stockholm. Comparable to Gulled in product category and showroom presence, but operates primarily as an owned brand rather than as a multi-brand agency.
• Nordiska Galleriet: Stockholm-based high-end design retailer (part of NK/HUFVUDSTA holdings) offering furniture, lighting, and home accessories from premium international brands. Comparable to Gulled as a premium Swedish design retailer but operating at broader scale and assortment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/gulled/posts/?feedView=all
• Instagraminstagram.com/gulleds

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gulled